Chevy Volt, Ford Focus EV Lead In Consumer Awareness

The electric vehicle (EV) brand that will most often lead to a purchase consideration is Ford (17.8%), followed by Toyota (16.7%), Chevrolet (16.0%), Honda (12.6%), and Nissan (7.1%), according to The Electric Vehicle Study, a new report from Zpryme.

The Chevrolet Volt (53.1%) is the most popular model, followed by the Ford Focus EV (49.1%), Nissan Leaf (30.8%), and Tesla Roadster.

Marketing initiatives from GM and generations of Ford loyalists are positive factors in boosting EV brand awareness for each automotive giant, according to the survey of 1046 men and women in the US.

Zpryme predicts EV adoption to be driven by three core groups of EV consumers. First, the EV Evangelists will make up the majority of EV drivers, next the EV Brand Loyalists will enter the market in 2 – 3 years, and finally followed by the EV Sideliners who will purchase an EV in 4 – 5 years.

EV market values and segmentation are also identified in the study. The EV charging infrastructure market is projected grow from $746.3 million in 2011 to $3.95 billion in 2016. This represents a compound annual growth rate of 39.5% during this time period.

In addition, the study finds that annual EV/PHEV unit sales are projected grow by 36.2% annually from 2011 to 2016, from 43,400 to 203,200. By 2016, the total EV/PHEV stock is projected to reach 730,700 in 2016 in the U.S.

Here are some more EV consumer findings from the report:

-Being able to use all of their smartphone apps in the EV would have a positive influence on an EV purchase for 52.9% of respondents

-Respondents were asked to pick the top two reasons that would convince them to buy an electric vehicle. Their number one factor was vehicle price (64.5%).

-Using an EV as a primary vehicle would more often be the choice of 77.7% of the people, while 22.3% said an EV would become a secondary vehicle.

-Four-fifths (83.7%) said they would rather buy than lease (16.3%) an EV.

-Less than half (40.6%) reported they would be willing to pay a premium to rent an electric vehicle.